2010年4月外刊经贸知识选读试题真题答案(3)

外刊经贸知识选读试题真题答案

displace Dr Pepper as the nation’s fifth-best-selling soft drink.

Even if consumers swill the new sodas by the liter in test market, however, Coca-Cola and PepsiCo still face a struggle in persuading bottlers across the nation to take the products. One of the biggest battles in the soda wars, in fact, may not be for drinkers but for bottlers. Bottlers have a symbiotic but occasionally fractious relationship with the syrup makers. Although Coca-Cola and PepsiCo own some of their own bottling companies, most bottlers are still independent.

39. What’s your understanding of “price promotions” here?

40. What’s the “symbiotic” aspect of the relationship between the bottlers and the syrup makers?

41. What’s the “occasionally fractious” aspect?

五、Read the following passages and decide whether the statements are true or false. （本大题共10小题，每小题2分，共20分）

请将答案填写在答题纸相应的位置上。

Passage 1

Culture differences are sometimes ignored in marketing campaigns. Culture awareness in marketing is a lot more than careful translation of your products. There are subtleties and nuances(细微差别) to every culture. Almost most people wouldn’t be able to list the rules of their own culture, they certainly know when hose rules are violated. In Japan, for example, a major household products company spent many millions of dollars on a marketing campaign in advance of introducing its laundry detergent (清洁剂). Nevertheless, when the detergent was made available, sales were miniscule. In fact, few shops stocked the soap. Non-tariff trade barriers? No, it was something much simpler. The typically American “large, economy-sized” boxes were far too big for the tiny Japanese retail establishments. And Japanese housewives don’t usually have cars —— they walk to the stores and carry their purchase home, to very small living spaces.

It can be a big mistake to assume a Pan-Asia market( 泛亚市场) or a “Latin American” or “European” buyer. Neighboring cultures elsewhere don’t necessarily share buying preferences any more than a US buyer does with a Mexico consumer. Furthermore, national borders don’t always delineate(描绘) buying behavior; regional patterns can be just as strong.

42. Advertising and coupons are examples of marketing campaigns.

43. The detergent was popular in Japan.

44. Japanese consumers usually like large boxes because they are lower in prices.

45. A US buyer has the same buying behavior as a Mexico consumer.

46. Perhaps buying preferences are quite different among national borders.

Passage 2

Starting from the mid-1990s, the international financial crisis has hit almost the whole world. The global financial system is breaking apart and it is hurtling ever more national economies in the abyss( 深渊) with it. In order to earn foreign exchange, the economies are forced to dump the rest of their production onto the shrinking world market at bargain-basement prices. That is why the average prices of raw materials are currently at their lowest level since the mid-1970s. But it was not only the prices for raw materials that collapsed; collapsing prices and reduced demand has also hit trade in automobiles, ships, chemical products, and computer chips. Now it is hitting the core of the Western industrial countries, which are heavily export-dependent.

Looking at world economic developments from the west European point of view, the gale warnings are up. East Asia, which had accounted for more than half of the additional worldwide demand for industrial goods of all kinds since the beginning of 1990s, has largely dropped away as an importer.

The supposed land of economic miracles of the past year, the United States, which increased its imports from Germany in 1997 by 30%, is finally showing the traces of the global economic collapse. On Nov.8，1998, representatives of the US government threaten the European Union with trade war. They warned that a “protectionist fire ” would take hold in the United States if the European were not willing to massively reduce their trade surplus. US representatives had made similar threats against Japan one year before. The backdrop of these threats is, of course, the explosive growth of the US balance of payments deficit.